Amid a flood of glowing advertisements promising sharper memory, laser focus, and protection against dementia, the latest research finds little to support most claims behind brain-boosting supplements — a market that remains largely unregulated in Thailand and around the world. As these products gain popularity among older adults and health-conscious Thais seeking an edge at work or in school, experts caution: many of the touted “cognitive enhancers” may offer more hype than hope, and some could carry hidden risks.
The rising tide of brain supplement use isn’t unique to Thailand. Global consumers regularly encounter persuasive testimonials, “clinically tested” labels, and celebrity endorsements in their quest for better brain health. According to international researchers and a recent feature on Medscape, products range from everyday vitamins and herbal remedies like Ginkgo biloba and ginseng to exotic substances such as lion’s mane mushroom and even synthetics inspired by jellyfish proteins. However, regulatory oversight — including by the US Food and Drug Administration (FDA) — is limited. In Thailand, the Food and Drug Administration (อย.) has issued warnings about misleading health claims and unregistered ingredients, but over-the-counter brain supplements still occupy prominent space on pharmacy shelves and online marketplaces.
Most cognitive supplements claim to enhance memory, sustain attentiveness, and slow age-related cognitive decline, even suggesting a delay in conditions like Alzheimer’s disease. Yet the research behind these claims is patchy at best. Dr. Pieter Cohen, director of the Supplement Research Program at Cambridge Health Alliance and associate professor at Harvard Medical School, notes, “Manufacturers have a lot of leeway to market them as they want,” explaining that while some products cite “studies,” these often involve very small sample sizes, are conducted in different countries, or lack rigorous peer review (Medscape).
An independent 2021 study led by Dr. Cohen found that many “brain pills” for sale contained unapproved drugs — omberacetam, aniracetam, vinpocetine, phenibut, and picamilon — or ingredients not listed on the label at all. Among the supplements that did disclose ingredient quantities, 75% were inaccurate. Such findings raise alarms for Thai regulators, particularly given the popularity of foreign-imported supplements in Bangkok’s wellness scene and online commerce (Source).
Ingredient lists for these brain enhancers often read like a who’s who of traditional and modern medicine. Commonly found are vitamins (especially E), minerals (like magnesium), omega-3 fatty acids, herbal extracts including turmeric, Bacopa monnieri (used in Ayurvedic practices), alpha-GPC, huperzine A, and more. Western-branded products sometimes use compounds like apoaequorin, derived from bioluminescent jellyfish and featured in popular supplements such as Prevagen. In 2024, the US Federal Trade Commission and a federal court in New York ordered Prevagen’s makers to stop making health claims deemed unsupported by solid evidence — a warning relevant for Thai authorities who often struggle to police claims made in imported products (FTC.gov).
Neurologists are nearly unanimous in their assessment: evidence for brain supplement efficacy is uncertain, except in cases where users already have documented nutritional deficiencies or are suffering from existing cognitive impairment. Dr. Jayne Zhang, a Johns Hopkins neurologist specializing in cerebrovascular disease, told Medscape, “There is some modest support for a benefit from these products in people who already have nutritional deficiencies or mental degeneration, but there’s not a lot of strong evidence from rigorous trials.” Dr. Alejandra Sánchez López, from the University of California, Los Angeles, echoed this sentiment: “Weak evidence of benefit usually comes from studies with small sample sizes and sponsored by the manufacturing company.”
For most healthy adults — including Thailand’s growing population of older adults and young professionals — neurologists advise that supplements provide little cognitive benefit. Dr. Sánchez López warns of “palpable GI [gastrointestinal] side effects such as nausea and diarrhea,” adding that safety cannot be assured when dosages and contents are as variable as the scientific backing.
But is there a safe, evidence-backed alternative? Some hope may lie in the humble multivitamin. A landmark, placebo-controlled trial funded by the US National Institutes of Health found that older adults who took a daily multivitamin scored higher on global cognition, episodic memory, and executive function compared to those who didn’t. The greatest improvements were in individuals who already had a history of cardiovascular disease — a group prevalent in Thailand, where the Ministry of Public Health has identified heart disease as a leading cause of death (source). However, researchers caution that even these effects are modest, and additional benefits may be driven by correcting subtle nutrient deficiencies rather than “enhancing” brainpower in the healthy.
A central problem with brain-booster supplements is safety. Because many operate outside strict regulatory oversight, analyses of commercial supplements often find undeclared or unapproved drugs blended with herbal and vitamin compounds. “Potential toxicity must be an issue with any loosely or unregulated OTC supplement, especially if taken over the long term,” Dr. Cohen warns. Additional concerns involve dangerous drug interactions — an especially critical issue in Thailand, where many older adults are prescribed multiple medications for chronic illness (PubMed). Dr. Sánchez López encourages patients to show all supplements to their medical providers so contents can be reviewed for interactions and accuracy, a practice particularly relevant for Thailand’s network of community pharmacies and primary care units.
So what really works to keep the brain sharp? Professor Emma Laing, a clinical dietetics expert at the University of Georgia, recommends focusing on a balanced, minimally-processed diet rich in nutrient-dense foods. “While genetic predisposition, medical conditions, and environment are strongly linked to brain health, consuming a wide variety of nutrient-dense foods can improve cognitive health and reduce your risk for chronic disease,” she told Medscape. Studies consistently show that dietary patterns such as the Mediterranean diet and the MIND Diet (a fusion of the Mediterranean and DASH diets) can support memory and cognitive function (Wikipedia), offering a safer and more approachable strategy than supplement capsules. Thai culinary traditions — with their abundance of fresh vegetables, fish, herbs, and limited processed ingredients — can approximate many “brain-healthy” principles, aligning with practices shown to benefit cognitive aging.
It’s not just food that matters. Dr. Zhang underscores the role of physical activity, sufficient sleep, social engagement, and alcohol reduction in brain health — all areas where Thailand’s fast-changing society faces both challenges and opportunities. Health experts point out that in communities across the country, activities like communal gardening, “aerobic dance” in parks, and richer family connections support cognitive and physical well-being. Conversely, increasing urbanization and digital device use mean both young and old Thais must be more mindful of living healthily.
Looking ahead, research on so-called “nootropics” or cognitive boosters continues apace, with new clinical trials underway internationally and in Asia. Yet until large, well-designed studies demonstrate clear benefits — and until products are properly regulated to ensure quality and safety — local and global experts recommend caution. For Thais tempted by supplement advertisements promising quick cognitive fixes, the strongest evidence still supports traditional approaches: wholesome food, moderate exercise, adequate sleep, and social connection.
For Thai policymakers, the findings underscore a need for stricter oversight of supplement labeling, more public education about the limits of “brain pills,” and continued support for community-based wellness approaches. Hospitals and clinics can play a crucial role by encouraging patients to share their supplement use, reviewing ingredient lists, and promoting evidence-based lifestyle changes rather than relying on expensive, unproven alternatives.
For Thai readers considering brain supplements, here are key recommendations:
- Consult a healthcare provider before starting any supplement, especially if you have chronic conditions or take prescription medications.
- Scrutinize supplement labels for ingredient lists; avoid products with unclear origins or unverified claims.
- Focus on a balanced, nutrient-rich Thai diet and regular exercise, both proven to benefit the brain.
- Be skeptical of aggressive advertising or “miracle” brain claims, particularly from social media and imported products.
- Stay informed about new research and government advisories about supplement safety and efficacy.
Ultimately, the journey to better brain health remains grounded in practical, time-honored habits — not miracle pills. As one attending neurologist succinctly put it: “There is no magic pill for brain health.” The real key may be as close as your neighborhood market or kitchen, where Thailand’s rich food culture provides daily brain nourishment available to all.
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